How to Navigate Your Digital Marketing Career: The T-shaped Approach

Join Greg Afrane on a journey through Ghana's digital marketing landscape, revealing how Grafado Advertising is making waves. Greg's T-shaped approach has fueled success, offering crucial insights for emerging marketers. Dive into this post for valuable lessons and unlock your potential in the dynamic world of digital marketing.


Greg Afrane (CEO, Grafado Advertising)

12/8/20232 min read

How to Navigate Your Digital Marketing Career:
The T-Shaped Approach


Hey there, fellow digital marketing enthusiast! My name is Greg Afrane, and I'm here to share my digital marketing journey with you—a journey marked by twists, turns, and a significant transformation that led me to where I am today. If you're a young Ghanaian yearning for a career breakthrough in the realm of digital marketing, this article is tailor-made for you.

The Frustration of the Unemployed Youth

I understand the frustration of unemployment that many of us face. It was not too long ago when I found myself at a crossroads, desperately seeking a career path that could not only pay the bills but also fulfill my passion for creativity and innovation.

The Rocky Start in Digital Marketing

My first foray into digital marketing was, to put it mildly, challenging. I lacked direction and a systematic approach, resulting in confusion and overwhelm. In the early days, I even built a website for an agency without truly comprehending the intricacies of the digital marketing landscape. The lack of a solid strategy led to burnout, and I eventually threw in the towel, letting my website expire.

The Resilient Comeback

However, the passion for digital marketing burned deep within me, and after a brief hiatus, I made a comeback. This time around, I was determined to approach my career differently. I didn't want to repeat the mistakes of the past, so I decided to take a more structured and intentional path.

Discovering the T-Shaped Marketer Approach

In my quest for a comprehensive yet focused strategy, I stumbled upon the concept of a T-shaped marketer—an approach that can make all the difference, especially in Ghana's economic landscape. Picture this: "An inch wide and a mile deep." This adage perfectly encapsulates the essence of the T-shaped marketer approach.

The T-Shaped Marketer Unveiled

A T-shaped marketer is someone who possesses a broad understanding of various digital marketing channels ("an inch wide") but also specializes deeply in one or two specific areas ("a mile deep"). This approach allows you to have a bird's eye view of the entire digital marketing spectrum while honing in on your interests, passions, and goals.

My Personal T-Shaped Transformation

In my case, I decided to familiarize myself with every facet of digital marketing, gaining a holistic perspective. I dabbled in social media, content creation, SEO, and more. However, I didn't stop there. I took the time to assess my strengths, weaknesses, and, most importantly, my true passion. The result? A specialization in Google marketing.

Grafado Advertising: A Dream Realized

Today, I am thrilled to share that Grafado Advertising, my agency, is gaining ground in the Ghanaian digital marketing scene. Through my T-shaped approach, I've found success, and I'm eager to pass on these valuable insights to you

The T-Shaped Approach in the Ghanaian Context

In a country like Ghana, where economic conditions can be challenging, being a T-shaped marketer is a strategic move. It not only opens up opportunities in diverse areas but also allows you to carve out a niche for yourself, contributing to the growth of the digital ecosystem in our nation.

Conclusion: Your Digital Marketing Odyssey

Dear reader, as you embark on your digital marketing odyssey, remember that it's okay to be overwhelmed initially. Embrace the T-shaped marketer approach—it worked wonders for me, and it can do the same for you. Familiarize yourself with the digital landscape, find your passion, and dive deep into specialization. The journey may be challenging, but the rewards are immeasurable.

Here's to carving your path in the dynamic world of digital marketing, inch by inch, and mile by mile.

Warm regards,

Greg Afrane

(CEO, Grafado Advertising)